By Eric Fairbanks

Showcases are one of the cornerstones of retail store display. Used on the sales floor, at the point of sale and along the walls they provide both impulse and destination merchandise presentations. At the cash register, showcases provide display for an impulse buy that every paying customer has to see. When used on the wall, as a vertical display, cases provide texture and interest that draws customers to them. In fact, many of our action sports customers have made showcased watches and sunglasses a strong segment of their sales.

Other merchandising factors also come in to play. Showcases not only display product, they increase the perceived value of the product placed in them. Security is another selling point for showcases. A locked showcase is the best way to display items that pose a theft risk such as jewelry, watches, cosmetics, and small electronics.

“You can spend anywhere from $200 for a basic melamine finish wood knockdown case (assemble it yourself) to well over $3000 for a custom contour case with curved glass and a laminate or veneer finish.”

Showcases are available as standard units or they can be custom built to your specifications. Cases typically come in a range of finishes and sizes. Counter cases are between 34″-42” high, and the lengths typically vary from four to seven feet. Wall cases run seven-to-eight feet high, with four- to six-foot lengths. The finish colors on standard showcases will match most traditional color palettes, including wood tones, metals, plastic laminates (Formica) or, on the economy cases, the standard melamine finishes. Locks, lighting, and custom finishes are other options to consider.

As you might guess, the price range is enormous. You can spend anywhere from $200 for a basic melamine finish wood knockdown case (assemble it yourself) to well over $3000 for a custom contour case with curved glass and a laminate or veneer finish. Because of their size and prominence on the floor, you don’t want to skimp on your cases. A showcase that doesn’t look good (integrate with the theme and finish of the store) may blemish your entire presentation.Two terms you’ll run into when it come to showcases are “full vision” and “half vision” or a permutation thereof (“extra vision,” “three-quarters vision,” etc). These refer to how much of the showcase is constructed of glass. The remaining area is the wood or steel base. Typically jewelry is displayed in “jewelry cases” 10″ deep. Half-vision cases allow approx. 16″ of display and are the most popular for sunglasses, accessories, and general display. Full-vision cases may run to 4″ from the floor and maximize a presentation. We tend to specify full-vision cases sparingly, particularly with an aging population that has a hard time squatting (really). If budget allows have your showcase fabricated using tempered glass—it’s stronger and less likely to shatter into large pieces. If you’re using the showcase for jewelry, for security reasons, make sure the glass is locked in. Lighting is also critical and ranges from standard fluorescent tubes to high-end halogen lamps. The halogen lamps provide a whiter light that really makes jewelry sparkle.

When merchandising your showcases, pyramid the product in the middle of the shelf or create an inverted pyramid from the sides. You’ll want to group product in categories by color, materials, fabrication method, or use. If you’re using display risers within the showcase, acrylic or Lucite fixtures help to keep the view uncluttered. Use jewelry displays in leatherette or velvet to highlight the merchandise and imply value. Glass collects fingerprints and dust, so keep the case clean and replace scratched top glass as needed.

Buying a showcase can be a daunting task due to a mind-boggling array of choices but the silver lining is that with a little advice and some diligent shopping you will find a showcase that fits your needs perfectly.